"There will be an app for just about everything, solutions that simplify a task or help us become more efficient," states Walton. "The most successful apps are people-powered, letting users contribute to make the technology truly effective."

Technology aside, communicators must still rely on their traditional abilities to craft messages. “Tell great stories,” suggested Ettorre, “but don't just narrate. The Internet provides abundant opportunities to enrich your story including video, audio, blogs, images, and social media.”